easy-rider-coen-brothers

Along with making the jump to TV series, film directors have started lending their talents to commercials. Latest in that trend are the Coen Brothers, with their 60 second (or 30 second, depending on which version) tribute to Easy Rider. The ad is part of Mercedes’ effort to differentiate its AMG brand from the more familiar Mercedes-Benz name. It’s a similar move to what Hyundai did with its Genesis. But you clicked because of the Coen brothers.

The ad itself is quick, but the Coen brothers’ trademark quick edits and physicality are all over it. It opens in a biker bar and Steppenwolf’s iconic “Born to Be Wild” is the only song on the jukebox and is the soundtrack for the standard activities of a Route 66 biker bar. Fighting, arm wrestling, pool, those sorts of things. We get a nice shot of Peter Fonda, star of Easy Rider, getting into his roadster at the end and tying the whole ad together. Like a rug.

geekey-if2

In short, this is a key-shaped multi-tool built of stainless steel that has all of the tools you need for everyday repairs for everything from light switches to bicycles. Bit driver. Protractor. Metric and Imperial rulers. Imperial and Metric closed wrenches. Bottle Opener. File. Scoring tip. Wire bender and bike spoke key. Wire stripper. Screwdrivers. 1/4 hex driver pocket. So you might need to throw in some hex bits for specific projects, but otherwise, the Geekey has you covered for almost all of your everyday repair needs. As if that wasn’t enough, the hexogon can also serve as a smoking bowl, with the shaft of the key hollowed out to serve as a pipe.